One of the top stories at the start of the COVID-19 pandemic was how much more the world came to depend on the internet, especially as countries entered lockdown. The latest data suggest that internet users grew by 192 million over the past 12 months, resulting in annual growth of just 4.0 percent in 2021. Global Social Media Ad CPMs Over Time January 2022 DataReportal. Global Spend on Online Consumer Goods Purchases by Product Category January 2022 DataReportal. Dig deeper: click here to learn more about what future digital growth rates might look like. Meanwhile, slightly less than 800 million users also see ads in Instagrams Explore tab each month. In particular, Im expecting to see AR find its way into rich music experiences (well beyond music videos), while a handful of brands will also move beyond hype and hot air to deliver some truly compelling experiences in online virtual worlds. Overall, App Annies data shows that YouTube accounts for the greatest total time spent using social media apps on Android phones, and it also clocks the highest average time per user. Global Digital Content Purchases by Content Type January 2022 DataReportal. In line with overall platform demographics, Facebook Marketplace attracts a larger male audience, with men accounting for 55 percent of the Marketplace audience. At the same time, while the underlying tech is undoubtedly here to stay, people will come to realise that NFTs are nothing more than certificates of digital ownership, and ultimately its the assets they represent that determine their actual value. Contact us directly at advertising@industrydive.com.About this email: You are receiving this message as part of your complimentary newsletter subscription to Social Media Today. In line with this increase in overall spend, Q4 social media CPMs jumped by 21.7 percent year on year, with advertisers around the world paying an average of USD $9.13 for 1,000 social media ad impressions across the last 3 months of 2021. TikToks users now clock in an extra 6 hours and 20 minutes per month using the platforms Android app compared with this time last year, equating to a year-on-year increase of 48 percent. a more aspirational lifestyle)? Whats more, these Marketplace and Instagram Shop figures still tell a compelling story, and further demonstrate that social commerce has already gained rapid momentum. Global mobile users: More than two-thirds (67.1 percent) of the worlds population now uses a mobile phone, with unique users reaching 5.31 billion by the start of 2022. Insights into peoples favourite platforms and the time they spend using each one are perhaps the most representative data points for marketers preparing a social media plan. Hopefully thats given you more than enough to think about, but just in case youre already craving your next fix of facts and figures, you might like to know that Ill be back in a couple of weeks with the first of our Digital 2022 local country reports, which well start publishing in mid-February. Moreover, with ever more people investing in these alternative financial instruments, we can expect calls for greater regulation, more stringent government oversight, and almost inevitably new forms of taxation. Related: make sense of todays mobile internet landscape with the help of GSMA Intelligences State of Mobile Internet Connectivity report. That results in a compound annual growth rate (CAGR) of 8.6 percent for the past decade as a whole, but as you can see in the chart below annual growth rates have fluctuated meaningfully from one year to another. Online Interactions with Brands Each Month January 2022 DataReportal. Dig deeper: learn more about cryptocurrency trends in GWIs excellent Connecting the Dots report. Weve also got a look back at the first ten years of the Global Digital Reports series. Research from GWI reveals that the typical global internet user now spends almost 7 hours per day using the internet across all devices. Statistas Mobility Market Outlook reports that global online spend on flights grew by USD $11 billion (+6.8 percent) in 2021, reaching a total of USD $173 billion for the year. Global Facebook Marketplace Advertising Audience Profile January 2022 DataReportal. Time Spent with Social Media Platforms January 2022 DataReportal. Our Digital 2022 Global Overview Report also includes data for some of Instagrams individual environments, which will be particularly useful for marketers exploring opportunities such as short video formats and social search. Related: click here to learn more about how the worlds online video and music habits are changing. However, this gap exists across other Meta products too, and our analysis suggests that Facebooks overall ad reach only equates to about 72 percent of the platforms total monthly active user figure [find some potential explanations here]. In a more encouraging finding for the felines, Twitter users appear to have become a little less extreme in their animal views over the past year, but dog lovers still outnumber cat lovers on the platform by a factor of almost 4 to 1. Dig deeper: read more about TikToks rise and audience profile by clicking here. If you no longer wish to receive the daily newsletter, you can switch to a weekly subscription or unsubscribe. Average Annual Spend on Online Consumer Goods Purchases per Shopper in 2021 January 2022 DataReportal. Low Levels of Internet Adoption in Context January 2022 DataReportal. Median Mobile Internet Connection Speeds by Country January 2022 DataReportal. Once youve finished watching that, read on below for the full report. Daily Time Spent With Social Media as a Share of Total Internet Time January 2022 DataReportal. The World's Favourite Social Media Platforms January 2022 DataReportal. However, despite fluctuations in movement restrictions over the past two years, the latest data show that people are in fact spending more time than ever using connected tech. Meanwhile, word-of-mouth recommendations also rank highly for brand discovery, so marketers may want to re-examine how easy it is for audiences to share their brand and its various online presences via messenger apps like WhatsApp and Telegram. Moreover, with social media users now equating to 58.4 percent of the worlds total population, we should expect to see growth rates start to decelerate over the next few years, and this may well be the last time that we report double-digit annual growth in social media users. Instagram ranks fourth at a global level, and has seen some of the fastest growth of any platform in the past year (youll find more detailed analysis of Instagrams growth later in this article). Global social media users: There are 4.62 billion social media users around the world in January 2022. However, social medias share of overall internet time has actually fallen slightly since the start of the COVID-19 pandemic. Unconnected Populations January 2022 DataReportal. Additional data: find more great mobile insights in App Annies excellent State of Mobile 2022 report. However, the more interesting finding is that the Marketplace audience tends to be considerably older than the Facebook audience as a whole. Instagram's Global Advertising Audience Over Time January 2022 DataReportal. But the latest data also reveal that ecommerce isnt just about getting the latest and greatest. Internet users: delays in reporting due to COVID-19 may mean that figures for year-on-year change represent change over periods of more than one year. Despite those rising ad costs, marketers will be reassured to learn that new research confirms the effectiveness of social media advertising. The available data indicate that YouTube ads now reach roughly 1 in 3 people on Earth, with that figure rising to 37.7 percent of adults aged 18 and above. Research from GWI reveals that recommerce is also an increasingly popular choice, with 1 in 7 internet users aged 16 to 64 (14.4 percent) buying a used or second-hand item online each week. Analysis from Ookla reveals that the median worldwide download speed via mobile connections increased by roughly a third over the past year, and more than half of the worlds mobile internet users now enjoy data connection speeds in excess of 29 megabits per second (Mbps). Change in Global Social Media Ad Spend Over Time January 2022 DataReportal. Indeed, GWIs data highlight the fact that all over the world older people feel particularly detached from advertising, with just 1 in 9 global internet users aged 55 to 64 (10.8 percent) saying that they recognise themselves in the advertising that they see. Global Internet Overview January 2022 DataReportal. Why Republicans Stopped, A Saturday morning briefing on innovation & society. Big stories in this years report include: Double-digit growth in social media users, Big gains for YouTube, Instagram, and TikTok, New insights into the worlds social media preferences, Significant increases in the cost of social media ads, Some uncomfortable truths about advertising. At 11.6 hours per month, LINE also sees impressive average use rates, but with considerably fewer users overall, it only places ninth in the global rankings by total time spent. The best advice I can offer is to invest both time and resources in understanding not only what your specific audiences life looks like, but also in understanding peoples hopes, dreams, and fears. As with all social media audience data in our Global Digital Reports, users may not represent unique individuals, but either way, its clear that TikTok has already made a huge impression around the world, and is also an increasingly popular choice. For example, in Turkey where the local lira has lost roughly half of its value versus the US dollar over the past year ownership of cryptocurrencies has almost doubled (+86 percent) in the past twelve months, from 10 percent to 18.6 percent. Overview of Global Online Travel Spend in 2021 January 2022 DataReportal. Our new Digital 2022 Global Overview Report published in partnership with We Are Social and Hootsuite reveals that most of the connected world continues to grow faster than it did before the pandemic. More than 1 billion people remain offline across Southern Asia, while almost 840 million people are yet to come online across Africa. Related: click here to learn more about the worlds top motivations for going online. At the better end of the scale, GWI reports that people in China are the most likely to say that they feel represented in ads, with just over 1 in 4 (26.8 percent) answering in the affirmative. While were on the subject of professional social media, its also worth noting that LinkedIn has had another impressive year. Social media user growth has continued at a double-digit rate of 10.1 percent over the past 12 months too, but I confess Im surprised that the growth rate between 2021 and 2022 has remained above pre-pandemic levels. At the top of the scale, more than 4 in 10 working-age internet users in Kenya (41.5 percent) say that they use social media for work-related research. Metas own data suggests that more than a quarter of a billion new users joined Instagram during 2021, pushing the platforms global ad reach to almost 1.5 billion users by the start of 2022. Crucially though, because of the higher average cost per impression, social media advertisers actually delivered fewer total impressions in Q4 2021 compared with the same period in 2020, despite spending more overall. Data published in Metas Q3 2021 investor earnings announcement confirms that Facebook is still the worlds most-used social media platform, with 2.91 billion users as of October 2021 (the latest official figure at the time of writing). Related: click here to learn which social media platforms drive the greatest share of web traffic. Well take a closer look at Instagram Shop in the social commerce section later in this article. Overview of Global Internet Connection Speeds January 2022 DataReportal. These figures reveal that Instagram has seen an impressive 38 million new #dog posts since our 2021 report, but just 27 million new posts for #cat. As a result, theres a very good chance that well report higher numbers for growth between 2021 and 2022 once newer data becomes available. Regular readers will be pleased to hear that the battle for the internet continues, but for the third year in a row data suggests that dogs may once again have had the upper hand paw in 2021. For example, data from Statista shows that global social media ad spend exceeded USD $150 billion in 2021, with social media ads accounting for roughly one-third (33.1 percent) of total digital spend. As a result, tomorrows big hits are just as likely to come from Hanoi and Harare as they are to come from Hollywood. The time we spend using social media has grown again over the past year too,up by 2 minutes per day (+1.4 percent). Bytedance announced that the platform had passed 1 billion monthly active users back in September 2021, but the company has been characteristically tight-lipped since then, so that figure remains the latest official number. If that shift doesnt happen soon, I fear NFTs will go the same way as ICOs. We may see some turbulence in the world of decentralised finance (DeFi) over the next few months, with the value of cryptocurrencies continuing their wild swings. Youll find our Digital 2022 Global Overview Report in the SlideShare embed below (click here if thats not working for you), but read on below for my complete analysis of this years top findings. Well, the good news is that the wonderful folks at App Annie have shared some great data with us this year that reveals how much time people spend using the Android apps of several top social platforms. Users over the age of 35 account for more than half (50.9 percent) of Marketplaces global ad audience, yet they account for just 40.9 percent of Facebooks overall ad audience. For context, average monthly time per user has remained relatively stable across Facebook, YouTube, and WhatsApp over the past year. GWI finds that more than 7 in 10 working-age internet users (71.5 percent) now pay for some form of digital content each month, with that figure rising to almost 8 in 10 amongst younger Millennials. The latest figures published in Bytedances advertising resources indicate that TikToks ad reach increased by 60 million users (+7.3 percent) in just the past 90 days, taking worldwide ad reach to roughly 885 million by the start of 2022. Weekly Online Grocery Purchases by Country January 2022 DataReportal. However, once again, the story varies considerably by geography. That may not sound like a big increase, but added up across all of the worlds internet users, those 4 extra minutes per day will equate to more than 5 billion additional days of internet use in 2022. However, anyone who had been wavering about joining social media before the pandemic struck would have been most likely to join during the early days of lockdown in 2020, so Im hesitant to attribute any meaningful share of growth over the most recent 12 months to some kind of COVID effect. Where weve been able to calculate representative growth figures, weve included those growth figures within this years reports, but where we havent included growth figures, its likely that any comparisons with historical data will deliver incorrect values. Global LinkedIn Overview January 2022 DataReportal. The median age of the overall population appears to play an important role in shaping how likely people in a particular country are to use social media for work, although its also worth noting that Greece seems to buck this trend. However, canines dogged success over the past year isnt just down to the #dogsofinstagram. Our latest analysis reveals that ads on YouTube now reach more than 2 billion users, with that figure increasing by a hefty 11.9 percent (+271 million users) over the past 12 months. Dec. 6 - TikTok Shares Best Practice Tips for Driving Conversion with Your Ads, Why Your Website Should be Optimized for Mobile [Infographic]; 12 Graphic Design Trends to Watch in 2022 [Infographic]; LinkedIn Shares New Insights into the Gen Z Audience on the Platform [Infographic, Weekender: Instagram's Efforts to Win Back Young Users Will See Video Become the Focus of the Main Feed Display, Dec. 4, 2021 Sign up | Forward Most Popular This Week Instagram's Efforts to Win Back Young Users Will See Video Become the Focus of the Main Feed Display Instagram's experiments point to a, For a $10 gift card, share your thoughts on the 2021 holiday gifting season in this survey, For a $10 gift card, share your thoughts on the 2021 holiday gifting season in this survey. Global Digital Overview January 2022 DataReportal. Its still a close call though: 14.8 percent of global internet users identify Instagram as their favourite platform, compared with 14.5 percent for Facebook. And all that time adds up to serious money, too. In other words, hundreds of millions of people around the world may still not even know that the internet exists. TikTok users also clock in an average of 19.6 hours per month using the TikTok Android app, but because the platform has fewer overall users, TikTok only comes fifth in these rankings by cumulative time spent across all users. Similarly, as faster mobile connections and more powerful mobile devices become ever more accessible, we can expect more immersive content experiences. Instagram Stories Overview January 2022 DataReportal. Dig deeper: take a closer look at how social media favourites vary by age and gender in this article. Related: explore insights into social media marketing effectiveness in Hootsuites Social Media Trends 2022 report. To date, users have published more than 330 million posts to Instagram tagged with #dog, compared with just 257 million posts tagged with #cat. For context, the latest data indicate that 424 million users started their social media journey over the past year, equating to an average of more than 1 million new users per day, or roughly 13 new users every single second. The latest data published in Metas advertising resources shows that Instagrams ad reach has jumped by an impressive 21 percent over the past year, despite important changes in how the company reports its ad audience numbers. However, TikTok has seen the biggest gains across the top 5 over the past 12 months. As a result, please avoid comparing social media users and advertising audience figures in this years reports with figures published in our previous reports. Japan sits at the bottom of the rankings, with just 1 in 24 respondents in the country saying that they feel represented in the ads that they see and this despite Japanese brands spending more than USD $47 billion on advertising in 2021. I suspect youve only made it this far because youre anxious to find the latest updates in one of our most thought-provoking datasets, so I wont leave you disappointed. This year marks the tenth anniversary of the first global report in our Global Digital Reports series, so we can now look back over a full decade of digital data. But how does that social media time break down by platform?
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